Permission marketing : turning strangers into friends, and friends into customers / by Seth Godin
By: Godin, Seth.Publisher: New York : Simon and Schuster, 1999Description: xxviii, 255 p. ; 20 cm.ISBN: 9780684856360; 0684856360.Subject(s): Marketing | Customer relationships | Customer service
|Item type||Home library||Call number||Status||Date due||Barcode||Item reserves|
|Book||New Zealand||224 PER (Browse shelf)||Not for loan||CA004313|
|Book||New Zealand||224 PER (Browse shelf)||Not for loan||CA005287|
The marketing crisis that money won't solve -- Permission marketing: the way to make advertising work again --The evolution of mass advertising -- Getting started: focus on share of customer, not market share -- How frequency builds trust and permission facilitates frequency -- The five levels of permission -- Working with permission as a commodity -- Everything you know about marketing on the web is wrong -- Permission marketing in the context of the web -- Case studies -- How to evaluate a permission marketing program -- The permission FAQ
Advocates a form of marketing called "permission marketing", where interactive technology is used to target a company's marketing efforts at consumers who have indicated a desire to learn more about a product. Describes how to initiate, develop and evaluate a permission marketing programme.